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Franklin Madison 2021 Survey Report

How Americans view insurance today and why financial institutions are missing out on an untapped opportunity.

During the unprecedented times of the past year, it’s become apparent that consumers across America have been researching and purchasing insurance policies at an all-time high rate. But what does this mean for financial institutions? In an effort to understand more about this sudden trend, Franklin Madison took a deep dive into the consumers’ mindset seeking to find what varying groups of Americans are looking for when it comes to financial security.

Hundreds of survey responses from consumers nationwide were compiled and studied in order to examine their purchasing behaviors and attitudes toward insurance. This report highlights how various demographics view insurance, what motivates the purchasing process, and how financial institutions can leverage this data.